When you wake up on Jan. 1, Whatever year it is you can expect to see the Rose Bowl (yes, except when the 1st falls on a Sunday). I remember watching the game with my dad just about every year – except for the two times we’ve been there with WSU.

This year, as I watched the game, I saw a couple ads from lead sponsor VIZIO. They were great ads, but the thing that rubbed me wrong was the hashtag shown at the end – #VIZIORoseBowl. Yes, we know you’re the sponsor… but did you really think you’d generate a ton of conversation around a hashtag that is tied to one of the most-nostalgic games in sport?

This is a prime example of how, to no one’s fault, simply pushing a hashtag out into the wild can flop. Granted, nothing is probably hurt from this (assuming they didn’t go buy a sponsored hashtag, etc.), but they’re losing out just by trying to divert conversation.

Take a look at the search brought back and decide for yourself.